Custom Search

Posts Tagged ‘QR’

Product Camp Atlanta: Social Media Meets Quick Response (QR) Codes: 25 Great QR Ideas In 10 Minutes (Then We Brainstorm 25 More Ideas)

August 20, 2010 • Atlanta, GA USA – Here are my notes for my session Saturday (8/21/10) at Product Camp Atlanta: Social Media Meets Quick Response (QR) Codes: 25 Great QR Ideas in 10 Minutes: Then We Brainstorm (25 More Ideas).

QR Code For A Cause

In this session attendees find out how to integrate Quick Response (QR) codes in their product, product packaging and marketing to increase customer engagement resulting in increased: sales; product use; satisfaction; and fewer call center calls.

1. If your company has a product that requires installation, please raise your hand. A scan code on the outside of the box: launches How to Install [a ceiling fan] video on the outside of the box.
2. If your company has training videos, please raise your hand. A scan code on your software box: launches a training video for your software.
3. Scan codes on retail “shelf talkers” launches backstory features and benefits video for each product. (Example: Say Cheese)
4. Does your company seek print media coverage? Have your publicist give scan codes to print journalists – and distribute with your PR Newswire Release – to help activate print editorial coverage. The Oprah Magazine uses scan codes in advertorial pages in its September 2010 issue, as reported by the (excellent) 2D Barcode Strategy blog by Roger Marquis. (Example: Laptop magazine used 13 scan codes in its June 2010 edition to add video to its product reviews.)
5. If your company helps non-profits, raise your hand. Keep it raised if you have a video showing what your company did to help the non-profit; or how you can help the non-profit.  A scan code launches a video backstory about your company making a difference in the community.
6. Does your company run conferences or events that use registration badges? (Hands raised please.) The scan code on each name tag enables each guest to quickly and easily exchange contact info.
7. Do you work at a TV network? (The Weather Channel? CNN? TBS?) The scan code in your marketing campaign launches video of your new TV show or special. FOX TV Network launched its FOX CODES brand Quick Response (QR) codes (8/2/10) teasing its Fall Shows. The Weather Channel is also using scan codes. As of 8/17/10, 22,200+ views on their YouTube channel showing how The Weather Channel is using the QR code.
   

   Say Cheese: (Scan Code--> Video: Why This Cheese Is Unique)

8. How many here are seeking their next employment opportunity? Put a scan code on your business card and LinkedIn Status Update that points to your contact info. Print scan codes on Avery labels and place the code on all your name tags for the networking events you are attending. How many here today are self-employed? Then, it should be an easy-fast decision to add a scan code to your business card: even just to spark some conversation that you are using one of the latest social media tools to increase engagement. If you work for a large company, time to get scan codes added!
9. Please raise your hand if your company has ever sponsored a run, a walk or used street teams or product samplers? Include a scan code on the event t-shirt that launches a pre-filled in tweet. You can create a scan code t-shirt via Zazzle.
10. Does your company post videos to YouTube? (Hands please.) Include a scan code on your marketing tools, product; product packaging. Anywhere that’s appropriate to re-purposed your videos on YouTube. I’m amazed at the number of How To Videos are available on The Home Depot website: Learn How To Start and Maintain A container Garden. You’ll find scan codes in The Home Depot gardening department. There’s a video from American Standard regarding “innovative flushing systems” comparing the features and benefits of the Champion 4; Cadet 3 and their Renaissance Toilet To Go (Really!) I suspect you’ll  start to see scan codes for these videos when you are in The Home Depot looking at toilets.
11. Does your company giveaway promotional products? Swag? Show of hands please. If you put a website address on the item, it’s probably appropriate to also put a scan code on the item.
12. Do you want people that see your marketing message to call you now? Put a scan code on it that auto-dials your phone number. There’s an easy-to-use scan code to do that!
13. Have you ever run a sweepstakes? Scan2Win. There’s a scan code for that too.
14. Anyone here ever assemble IKEA furniture? I could have used the how to assemble video while I was assembling my IKEA desk. I learned about torque when I sheared off the screw. I had to make a separate trip back to IKEA for a replacement. A video might have saved me by showing me how hard to turn the screw. Howcast, the how-to video network, posted an excellent “how to assemble an IKEA table example from their blind pitch to IKEA.
15. Are you doing a PowerPoint or Keynote Presentations? Make it easier for your audience to get your contact info into their contacts.
    

    Calvin Klein Jeans Outdoor Teases Video

16. Do you have an RSS feed that would be appropriate to view on a Smartphone? Enable your audience to scan the code and go directly to your RSS feed.
17. Who uses Direct Mail to your own database? Image a unique scan code for each recipient that launches a micro-site customized to that recipient. Any field in your database gets populated on that web page.
18. Anyone from AutoTrader.com here? In July 2010, Kelly Blue Book introduced a scan code virtual or physical sticker kit that dynamically points to the current Blue Book price of the specific used car – or Craig’s list ad – that the potential buyer is scanning. That’s dynamic content.
19. Anyone here from Verizon Wireless? How many scan have you had of your two dimensional (2D) EZcode? (More than 200,000 as of 8/17/10) That’s the most scan codes to-date in a single campaign. Scan codes activate print. Where ever you use a web address or phone number, it’s probably appropriate to include a scan code.
20. Show of hands. Raise your hand if your company uses video testimonials? Video testimonials are prefect for scan codes. Let your customers speak for you or your company.
21. Where are the New Biz Dev people in the audience? Any of you had a hard time getting in to see a potential prospect? Try delivering a cake with an edible image of a scan code on top that launches a video that you create especially for the recipient. Or, use the scan code cake for a product or service launch party or other special event.
22. You can use a scan code to automatically address an email from a Smartphone
23. How about a Smartphone menu of three choices: Watch video. Email Us Now. Call Us Now. Buy Now. FOX Network’s FOX CODES gets you to a menu of choices.
24. Anyone staying for the Product Camp Atlanta After Party? If you had sponsored the After Party, you could have placed a scan code on the cocktail napkins with Scan-Nap. It’s likely that nearly everyone attending the After Party has a Smartphone and would be curious enough to scan it.
25. Social Scanning Around Bar Codes: creating community/word-of-mouth around your product. See 5 Huge Trends in Social Media Right Now by Mashable/Social Media (Jennifer Van Grove) (8/20/10). The first huge trend: Social Scanning! (Stickybits, Bakodo) And, iPhone App Makes Barcode Scanning a Social Experience by Mashable/Tech (Jennifer Van Grove) (8/16/10). And, watch this YouTube video for TOTem’s Tales of Things (1/20/10). [Thanks to my colleague, Eileen Lichtenfield, for calling my attention to this video.]

Okay. That’s 25 scan code example in 10 minutes. Let’s brainstorm 25 more examples …

Do you have a scan code example to add? Your name and company please …

1. Please raise your hand if you are from a service business? Your name and company please … Other ways you might use scan codes? Who has a scan code use for …
2. Another service business …
3. Please raise your hand if you are from a company that has a physical product? Your name and company please. Other ways you might use a scan code? Who has a scan code use for …
4. Packaging use? [Reach Toothbrush example by Roger Marquis (2D Barcode Strategy) – Reach "By Design" QR Code 8/18/10)
5. Product use?
6. Other marketing use for scan codes?
7. Other ways to increase sales?
8. Other ways to reduce call center calls?
9. Other ways to increase product or service use?
10. Other ways to increase product or service satisfaction?
11. Where else might you share contact info?
12. How about an event and share a calendar item?
13. Other uses?

Questions? Discussion?

GREAT! That's more than 50 scan code uses. For more uses, please see my article: 101 Uses For Quick Response (QR) Codes: Creating Audience Engagement With The Next Killer U.S. App.

Thank you for all your great scan code ideas today. Give yourself a round of applause!

Related That’s GREAT! blog posts:

• That’s GREAT! – 101 Uses For Quick Response (QR) Codes: Creating Audience Engagement With The Next Killer U.S. App (6/12/10)
• That’s GREAT! – Top 10 Reasons ScanLife EZcodes Are Better Than Quick Response (QR) Codes For U.S. Marketers (6/11/10)
• That’s GREAT! – Top 10 Mistakes To Avoid When Integrating 2D Quick Response Codes In Your Marketing Plans (8/2/10)
• That's GREAT! (8/20/10) Product Camp Atlanta: Social Media Meets Quick Response (QR) Codes: 25 Great QR Ideas In 10 Minutes (Then We Brainstorm 25 More Ideas)

Got more examples? I look forward to reading your Comment. Thanks!

Delicious Digg This Post Facebook Reddit Stumble This Post

Top 10 Mistakes To Avoid When Integrating Two Dimensional (2D) Codes (QR • EZcode • Tag) In Your U.S. Marketing Plans

August 2, 2010 • Atlanta, GA USA – Here are the Top 10 mistakes to avoid when integrating two dimensional (2D) codes – such as Quick Response (QR) Codes, Scanbuy’s ScanLife EZcodes or Microsoft Tag scan codes – in your U.S. marketing plans.

EZcode Example – Text SCAN to 43588 to get a free scanner app. Scan this EZcode to launch a video shout-out for Photographer Dan Smigrod

The sooner you get started with 2D codes, the sooner you may receive traditional media coverage; buzz; and word-of-mouth for activating and engaging your community on their smartphones.

But, careful in your gold-rush to launch to get that extra buzz. Making a mistake with your 2D code marketing plans is easy. While you might get an “A” for effort, you could easily get an “F” – flamed for an easily avoidable tactical execution error, as New York City was by Mashable and describe in the Top 2 mistake (below).

Top 10 Mistakes To Avoid When Integrating Two Dimensional (2D) Scan Codes in the U.S.

1. Not Linking the Scan Code to Content That Adds Value – adding-value might include a “how to install” video or video teaser for a new TV show; sweepstakes; launch an app in the Apple iTunes App Store for immediate downloading; an RSS feed (dynamic info) optimized for a smartphone; or walking directions from an outdoor poster to a hard-to-find venue. It’s unlikely that linking to your home page will add value. See The Three Rules of QR Codes posted by 2d code online magazine Editor Roger Smolski. As Roger says in his third rule, Make the content valuable. Scan codes are about engagement and added value. Engage! Add value! And, make sure your landing page is working! Sounds obvious; though obviously often overlooked. When possible, thank your guest for visiting via a scan code. It may be his or her first time using a scan code. This Ironman 2 movie poster created (4/14/10) by Warbasse Design includes a scan code to: a) view the theatrical trailer; b) buy tickets using their smartphone; c) see movie stills; and more. That’s adding value to make print clickable.
2. Not Linking the Scan Code to a Mobile Site – (and not explaining what content that the code links to) See The Three Rules of QR Codes posted by Roger at 2d code. As Roger says in his first rule, Mobilize the landing page. While New York City generated a ton of media converge for their big, innovative use of QR codes, unfortunately, as Mashable reported (6/10/10), “the QR codes miss the mark and don’t provide an optimized experience for scanners on their mobile device. … a nice first try … we hope future endeavors will yield QR codes that provide scanners with much more exciting and mobile-friendly content.” Ouch! Also, keep in mind if your team is designing on big screens, make sure they are using smartphones to make sure their work is viewable/readable/working on a small smartphone screen. Plus, if your mobile site requires Adobe Flash Player on a SmartPhone, you’ll create a non-working mess for your Apple iPhone audience (including me). Unless you are selling an Android specific app, don’t go there!
3. Not Tracking Your Scan Codes’ Usage – use a service that allows you to track the data and analytics from your scans. And, use multiple codes in a campaign even if all the codes goes to the same video or webpage. This way, you can track usage by media placement. Plus, the destination for a code may be different depending on how it’s used. For example, a code that appears on an item that requires installation might link to a “how to install” video while an outdoor board might link to shout-out videos from happy customers. Make print clickable. Now you will know if your print campaign is ‘mobilizing’ your community to take action; rather than relying on circulation and readership audits to validate a print buy. And, with digital printing, you can use individually unique scan codes linked to Personalized URLs (PURL) to send recipients to “their” own micro-site.
4. Not Providing Directions on How to Get a Free Scanner App – in the U.S., telling your audience how to get a free scanner app is (almost always) a must. In the 2D Barcode Strategy post (7/9/10), Roger Marquis writes about the New York Magazine house ad that “does not tell the readers how and where to get a QR code reader app, so that the QR code can be scanned in the first place. … companies should not assume that consumers will know what 2D barcodes are and how to make use of them. Because 2D barcodes are still so new in this country [United States], companies should fully explain the codes they are using, where and how to download a reader app and what the code will link to.” The Calvin Klein Jeans – Get It Uncensored – outdoor teaser campaign, reported by Mashable (7/13/10) is an excellent exception to this rule: both because of the content and the medium. The online code magazine, 2d code, has a list of around a dozen QR Code/2d code mobile scanning apps. On my iPhone 4, I have the following scanner apps: ScanLife, i-nigma, NeoReader, RedLaser, stickybits, SCVNG and Microsoft’s TagReader.
5. Not Having at Least Two Modules of Space Around the Scan Code – sweat the details! It’s not enough to proof your codes when they are generated, they need to work when placed in your marketing tools next to text or art. Plus, the background and scan code colors can also affect the scan-ability of your codes. Before you begin production, test with different mobile scanning apps – and smartphone devices. Content that looks great on my Apple iPhone 4 (love it), may not look so great on a BlackBerry, Android or Evo smartphone.
6. Printing the Scan Code Too Small – the size of a QR code may vary based on the code’s density. (I have received business cards where the QR codes was printed too small for me to successfully scan.) When/where size matters, EZcodes can be as small as a dime, I wrote in my That’s GREAT! blog post: Top 10 Reasons ScanLife* EZcodes Are Better Than Quick Response (QR) Codes For U.S. Marketers (6/22/10). “Typically QR codes are anywhere from 2x the size of an EZcode to 10x the size of an EZcode, but the QR codes that [ScanLife] generate can always be a minimum of 1 inch,” according to a representative of ScanBuy. Typically, QR codes that are not generated by ScanLife, are larger because the information is include in the code itself (rather than the EZcode that “points to” a database for the content or call-to-action).  Using an EZcode scan code leaves more room in print media to use for something else. “The size of an EZcode does not increase based on the information which it is linked to, while other formats are directly proportional to the amount of data delivered [except when generated by ScanLife],” says a ScanLife in its “EZcode Benefits” brochure. See page 2 of this brochure for a terrific chart showing a comparison of size examples of EZcodes versus QR scan codes.
7. Placing a Scan Code Where There is No Internet Access – for example, until the New York City subway system has reliable, free internet service, why place the code inside a subway car? (That’s exactly what Freelancers Union did! Ugh!) It’s worth quoting a comment to this blog from Karie: “Is is just me or is [the Freelancers Union] campaign somewhat misguided – we have little or no Internet access in NY subways and so trying to scan and reach the web site from this QR is next to impossible. I have never been able to get a clean scan on one of thee ads (despite several attempts – I use MSFT’s Tagger). Isn’t this a lesson in how NOT to use QR in advertising? Have others had better luck?” (Wi-Fi is coming to New York City Subways by 2,016, reports Mashable/Tech (7/30/10).
8. 

   QR Code Example – Text SCAN to 43588 to get a free scanner app. Scan this Quick Response (QR) code to launch a video shout-out for Photographer Dan Smigrod

   Not Using a URL Shortener – For example, if you are using a URL for walking directions for Google Maps, you must use a URL shortener, to avoid a humongous size QR code. See The Three Rules of QR Codes posted by Roger at 2d code. As Roger writes in his second rule, Keep the url short Click here to see the URL that Nordstrom used. It works fine when you are on a desktop. When you put all that data inside of a QR code, may be (needlessly) making your code dense and big. You either print it full-size (and take up too much space) or you shrink it (and your audience may not be able to scan it).  Read more about the Nordstrom’s (bad) implementation at 2d code “How To Score 0/30 For Your QR Code” (7/26/10)
   Not Having Enough Bandwidth To Support Your Success – surprise! You’re campaigns a success, but you don’t have enough bandwidth to support the traffic. Ugh!

9. Not Getting Started With Scan Codes – Stuck in research mode? Trying to navigate a multi-silo organization? Get started now. Just do it! Carpe diem (before your competitors’ Carpe dim)! Yes. It’s a new way to engage your audience. The value of traditional media coverage you may receive by starting with scan codes now may exceed the entire cost for a year of integrating scan codes into your marketing. Wait too long, and you may miss that valued-added buzz-marketing, grass-roots opportunity.
10. Using a Free Scan Code Generator for Business – if you use a free scan code generator on the web for business to create your scan code – you will: a) not be able to change the URL that is “hardwired” into the code (static versus dynamic); and b) not get usage analytics. Plus, your audience may have trouble reading the scan code either because of their scanning app, smartphone or mobile browser. You are also at risk of making a BIG-SIZE scan code. If you shrink the scan code when you print it, your audience may have difficulty scanning it. And, if you keep it full size, it may take up too much space (e.g. business card, poster, print ad)
11. Bonus Mistake: Not Engaging a Scan Code Expert – It is rocket science! Just because QR Codes work in Japan it does not automatically mean that the different smartphone technology in the U.S. will work fine with your scan code. For example, dense QR codes that can be read in Japan with an auto-focus smartphone can be difficult to read on a non-auto-focus smartphone camera in the U.S. My Agency, GREAT!, provides two dimensional (2D) scan code implementation, scan code management and scan code consulting to clients and their agenices. Please contact me; or ask your agency to contact me so your company can avoid the top 10 mistakes when integrating 2D scan codes into its marketing.

EZcode Edible Image Cake - Scan the Code to Launch a Video from Atlanta Fashion and Glamour Models for Photographer Dan Smigrod (Text SCAN to 43588 for scanning app)

Related That’s GREAT! blog posts:

• That’s GREAT! – 101 Uses For Quick Response (QR) Codes: Creating Audience Engagement With The Next Killer U.S. App (6/12/10)
• That’s GREAT! – Top 10 Reasons ScanLife EZcodes Are Better Than Quick Response (QR) Codes For U.S. Marketers (6/11/10)
• That’s GREAT! – Ugh! Top 10 Mistakes To Avoid When Integrating 2D Quick Response Codes In Your Marketing Plans (8/2/10)
• That’s GREAT! (8/20/10) Product Camp Atlanta: Social Media Meets Quick Response (QR) Codes: 25 Great QR Ideas In 10 Minutes (Then We Brainstorm 25 More Ideas)

Special Thanks:

Thank you to the team at Scanbuy (ScanLife) and for fellow LinkedIn 2D Codes for Global Media group members for contributing to this That’s GREAT! blog post.

Comments Welcome:

Got an example of a bad 2D scan code implementation? Please share a link and description via the Comments section (below)! (I applaud early adopters to new marketing technology. The risk is not trying. That said, the more bad 2D experiences consumer have, the longer it may take for the scan codes to be pervasive in the United States.)

Postscript – 8/6/10

Clikbrix – Clikbrix versus the “10 Mistakes to Avoid When Integrating QR codes (8/6/10) – Clikbrix, a service for Realtors to help them sell homes by leveraging Quick Response (QR) code technology, smartphones and on-demand content, uses this (above) blog post to “audit” their use of QR codes, and, offer their recommendation for another mistake to avoid. If you are already using QR codes, please considered “auditing” your service and reporting your results.

Postscript – Examples of Bad QR Code Implementation [An "A" for being early Adopters]

1. FOX CODE – What’s bad about it? – a) in the U.S., Quick Response (QR) codes are hard to scan on TV or computer monitor (particularly if you don’t have an auto-focus smartphone like the iPhone 4); b) Fox fixed the example “Launch & AIM” code so that it launches a video. When the FOX CODE service premiered Monday (8/2/10), I was unsuccessful scanning the code with multiple free scanning apps on my iPhone 4; c) the How to Use Step 1 download section does not include either links to – or names of scanning apps. This page assumes their audience either has or knows where to find a scanning app. While not list a few free scan code readers such as: ScanLife, i-nigma and NeoReader? Here are some more scan code readers. The language on the site needs to be “cleaned up/simplified/illustrated with photos.” For example, show a picture of a person using their iPhone to scan a code. The good news, in this FOX TV Network Lone Star scan code example, the landing page is optimized for smartphones for this new TV show that premieres 9/20/10 on FOX. Landing page options include: Videos Photos and more. (8/30/10)
2. NYC Garbage Trucks – What’s bad about it? – a) the QR code is way to small. I can’t even see it; let alone scan it in this photo; b) hopefully, the code directly launches the recycling video (not to a non-mobile menu page of videos). If you scan the code, please let me know via a Comment. (8/3/10) For excellent commentary regarding why the NYC Garbage Trucks implementation is an example of “how poorly the campaign was executed,” see the 2D Barcode Strategy article by Roger Marquis, “What’s Missing from the QR Code.” (8/8/10)
3. AT&T Create-A-Code – [2d Code Blog by @RogerSmolski] Use The AT&T Code Generator And Show Your Ignorance (8/5/10) In light of AT&T Wireless exclusive with Apple’s iPhone, it’s hard to believe that AT&T could launch this service without  a working scanning app for the iPhone. Also, see Mistake #10 above.
4. Laptop magazine (8/9/10) – In its June 2010 issue, Laptop magazine used 13 EZcodes to “… direct you to the corresponding bonus content.” While it’s great that Laptop magazine used EZcodes instead of QR codes [See my article: Top 10 Reasons ScanLife EZcodes Are Better Than Quick Response (QR) Codes For U.S. Marketers (6/11/10)], unfortunately, it was NOT bonus content! Many of the EZcodes: a) are inactive (pages 6, 27, 37); take you to old content (Page 13); or link to unrelated content (Pages 29, 31, 38 and 98) or link to non-mobilized Laptop magazine menu pages (Pages 11, 21, 51, 75 and 89). The good news is that since Laptop magazine used EZcodes, each “point to” link can still be corrected! In many instances video content exists, but Laptop magazine failed to link directly to the corresponding bonus content video. I suspect that Laptop magazine will conclude that the EZcodes don’t work (when, clearly) Laptop magazine failed to implement the EZcodes correctly to fulfill its promise of “bonus content.” Particularly disappointing is that when you scan the first code on page 6 that explains the use of the codes throughout the magazine, when you scan the code, you get this text: “This code is currently inactive…” Ugh! And, while Laptop magazine reference the instructions on page 6, in future editions, Laptop magazine really should include “Text SCAN to 43588 to get the free ScanLife app. Then, scan this EZcode to get [be specific].”
5. Macy’s – (8/13/10)  “Okay, here’s the plan, let’s buy a full-page, four-color ad in a national consumer magazine, lace a 2D barcode in the ad and then have the barcode resolve to a promotional video that doesn’t work,” reports Excellent analysis by Roger Marquis at 2D Barcode Strategy in his excellent analysis, Let’s Throw Marketing Dollars Away. As Roger points out so well, just because it’s a big brand, doesn’t mean that the implementation is done well. Again, A+ innovation and D- for execution. Also see his blog post, Macy’s Missteps with 2D Barcode (8/10/10).  How does this happen? (See Top 10 Code Mistakes Above!) Plus, also see Roger’s 2D Barcode Best Practices (6/20/10).
6. 

   Can You Spot 7 QR Code Mistakes In This IL GUFO Ad?

   Il Gufo – (8/17/10) – Here are some “Top 10 Mistakes” examples identified by Roger Marquis in his 2D Barcode Strategy analysis, Italian Cothes Designer uses QR code (8/17/10). Roger identifies these mistakes with the Il Gufo ad (pictured near-by): 1) scan code next to the spine of the magazine making it harder to scan; 2) no explanation for the QR code; 3) no instructions regarding how to read the scan code or how to get a scan code app to read the code; 4) “no call-to-action” for the ad as a whole or tied to the [code]"; 5) when you call the phone number in the ad, you don't get much help regarding which app to download to read the code; 6) no added value content in the video that is launched [I liked the fashion catwalk by the kid models: just needed to tell the ad reader what to expect when scanning the code.]; 7) ad assumes that U.S. market knows as much about scan codes as European markets.

Disclosure:

GREAT! is a value-added reseller of *Scanbuy's Scanlife 2D and 1D Platform for Quick Response (QR); EZcode; and Datamatrix codes. GREAT! provides two (2D) scan code implementation, scan code management and scan code consulting to clients and their agencies. Contact us.

Delicious Digg This Post Facebook Reddit Stumble This Post